[TechWeb] on January 9, under the attack of short and short videos, the voice of bad live broadcast continued. In April last year, Panda Live was completely shut down, which cast a chill on the entire industry. However, Momo Inc's 2019 Anchor career report released on Jan. 8 shows that the live broadcasting industry is far from as bad as people think.

The report found that live broadcasting is still a profitable business, with 24.1% of professional anchors earning more than 10,000 yuan a month and 11.8% of post-1995 anchors buying houses for their parents. After years of development, the live broadcast industry has a number of young, sticky, mature payment habits of user groups.

Live broadcast still makes 1/4 professional anchors earn more than 10,000 a month.

Those who have seen Li Jiaqi, Weiya and other anchors taking off in 2019 should not doubt the money-earning ability of live broadcasting. But e-commerce anchors are only one branch of the industry, and top Internet celebrities can hardly piece together a complete picture of the workplace. The 2019 Anchor career report released by Momo Inc reflects the current situation of anchors through a richer sample of users.

According to the report, 24.1% of professional anchors earn more than 10,000 yuan a month, up slightly from 21 percent in 2018, while female professional anchors earn more than 10,000 yuan than male professional anchors. According to the sample survey data, the younger the anchors with higher academic qualifications, the higher the proportion of high income. For example, 12.6% of post-90s anchors earn more than 10,000 yuan a month, and 15.5% of post-1995 anchors.

Anchors with a strong sense of responsibility can also rely on this career to repay their families and society. The report shows that 11.8% of post-1995 anchors buy houses for their parents. In their view, buying a house for their parents is the most fulfilling thing to accomplish in a live broadcast career.

These anchors have made a difference in their areas of expertise. At Momo Inc's fourth "17 surprise Night," they appeared in different forms of performance, such as singing, dancing, and dancing, fully reflecting the anchors' increasing diversity and professionalism, and the enthusiastic fans at the scene responded to them in affirmation.

Anchors need to constantly improve their professional skills to adapt to the fierce competition. According to the 2019 Anchor career report, 54.3% of anchors spend more than 1000 yuan per month on self-improvement, and 67.8% of professional anchors spend more than 1000 yuan per month on self-improvement, which is significantly higher than in 2018.

From the perspective of the whole industry, not only the income of the anchors has increased, but also the revenue of the platform has repeatedly reached record highs. In the first three quarters of 2019, Momo Inc's revenue exceeded 12.3 billion yuan, of which live streaming contributed more than 70 percent to 9.06 billion yuan. The revenue of HUYA Inc., DouYu International Holdings Limited, YY and other platforms also continues to grow, of which live broadcast business accounts for more than 90%. From this, it is not difficult to see that live streaming is still the most profitable business for these platforms.

There is no shortage of young fans for live streaming. Nearly 80% of users are willing to pay for live streaming.

The popularity of smartphones and 4G networks ushered in the era of "national live broadcast". According to CNNIC, as of June 2019, the number of mobile Internet users in China had reached 847 million, half of whom were webcast users. On the other hand, both anchors and users who watch live broadcasts are young as a whole.

According to the 2019 Anchor career report, nearly half of the post-95 anchors are professional anchors. Among the users who watch the live broadcast, the post-90s account for 23.7% and the post-95s account for 18.5%. 74.8% of the respondents said that they watched the live broadcast for more than 30 minutes every day, and 32.1% of the users watched the live broadcast for more than 2 hours a day. The younger the users, the longer they watched the live broadcast every day.

Correspondingly, the younger the age, the more mature the payment habit in the live broadcast, and the higher the amount of payment. According to the survey, 82.2% of the post-95 generation paid monthly in the live broadcast, 29.6% of the post-1995 generation rewarded more than 500 yuan per month, and 21.6% paid more than 1000 yuan per month.

The financial report data of Momo Inc, HUYA Inc., DouYu International Holdings Limited and other top platforms show that the number of monthly active users and paying users has also been growing steadily. In the first quarter of 2018, Momo Inc was the first to exceed 100 million monthly active users, followed by DouYu International Holdings Limited, HUYA Inc. and other platforms. As of the third quarter of 2019, Momo Inc had 114 million monthly active users, 146 million Tiger monthly active users and 164 million DouYu International Holdings Limited monthly active users.

From 2.9 million monthly active users in the fourth quarter of 2014 to hundreds of millions of users today, Momo Inc is very competitive in the social field of strangers, and his products are strong enough to attract more new users. and can also be converted into paying users. In the third quarter of 2019, Momo Inc's paying users reached 13.4 million, far surpassing HUYA Inc. 's 5.3 million and DouYu International Holdings Limited's 7 million.

TechWeb incomplete statistics, Momo Inc currently owns exploration, Doki, Ha you, MEET album, he, Cue, Hertz and other social products, has formed a strong product matrix, which provides a guarantee for it to attract users of different ages.

The breaking efforts of the live broadcast platform: going out to sea, going out to circle, 5G

Today, the live broadcast campaign, the industry dividend period has passed, the platform needs to cultivate fine operation, in the ever-changing market environment to survive and change. Going out to sea, going out to the circle and exploring 5G technology are all attempts to break the situation of the live broadcast platform.

In the past 2019, the "live plus" strategy released more energy, and the live broadcast platform achieved good results in cross-border attempts in the fields of e-commerce, social networking, variety shows and so on. Momo Inc launched a number of social apps for strangers and appeared on the variety show Burning! Maiden, HUYA Inc. 's live variety show "sharing Monopoly", DouYu International Holdings Limited's online variety show "Truth Research Institute", and Taobao's live show "Truth Research Institute", these new attempts not only made the platform well-known, but also became popular with their own anchors.

In terms of going out to sea, JOYY Inc's $1.45 billion acquisition of overseas video social platform Bigo became the largest acquisition in the live broadcast field last year; HUYA Inc. and DouYu International Holdings Limited had domestic disputes, and overseas Nimo TV and Nonolive also competed fiercely. Exploring internationalization has brought new imagination space to Momo Inc. Last July, the probe was officially launched in India. According to Sensor Tower, exploration is second only to Tinder and Bumble in the number of users in the world.

With the arrival of the 5G era, the webcast industry will usher in new changes. Under 5G technology, the picture quality of live streaming is more high-definition, which can transmit more content details. Now the popular technologies such as AI and VR can also be better combined with LVB with the blessing of 5G. When everyone has a 5G mobile phone, the live broadcast will change greatly from hardware setting to content production, to presentation form and even business model. Now, HUYA Inc., Momo Inc, YY, KK and other LVB platforms are exploring the application of 5G, AI and other new technologies in LVB.

The market environment is constantly changing, and the live broadcast platform is also moving in response to the trend. It can be predicted that the impact of external factors such as short videos on the live broadcast industry will continue, and the reshuffle within the industry will not stop, but this does not mean that the live broadcast industry is going downhill. The number of online live broadcast users in China is expected to exceed 500 million in 2019. It still has a lot of volume.

In terms of market size, the live broadcast industry is still on the rise. According to the foresight Industrial Research Institute and other institutions, the market size of China's live broadcast industry may exceed 70 billion yuan in 2019 and is expected to exceed 100 billion yuan by 2022.

At the same time, the "2019 Anchor career report" survey also found that most anchors are very confident about the future development of the anchorman's career. 83.3% of the anchors said they would continue to work as anchors in the next two years. Among them, 91.2% of the professional anchors said they would pursue a career as an anchor in the next two years, while the proportion of part-time anchors reached 79.7%.

Although the rapid rise of short videos stole the limelight, the live streaming industry is still moving forward.